中西企业广告诉求策略及其文化因素对比研究  

A Comparative Study of Advertising Strategies and the Cultural Factors between Chinese and Western Enterprises

作　　者：刘丽华[1] 

机构地区：[1]邵阳学院外语系,湖南邵阳422000

出　　处：《邵阳学院学报（社会科学版）》2013年第5期73-76,共4页Journal of Shaoyang University:Social Science Edition

基　　金：湖南省教育厅青年课题"英汉言语行为对比语用研究"(10B096)

摘　　要：企业广告是企业的主要促销方式。为了达到理想的宣传效果,企业广告必须采用适当的诉求策略。广告诉求是商品的广告宣传中所要强调的内容,是广告成败的关键。由于受众的不同文化背景,中西企业广告的诉求必须考虑到文化因素。文章对中西企业不同的广告诉求策略进行对比,并分析其背景后更深层次的文化因素,为企业广告取得经济与社会效益的双赢提出建设性意见。Advertising is the most essential marketing way for the enterprise. To reach ideal publicizing effects, appropriate appealing strategies should be adopted. Advertising appeal, which is the highlighted content in the propaganda, is the critical point for the success of an advertisement. Due to the audience from different cultures, cultural factors should be taken into consideration in Chinese and western business advertising appeals. The paper makes a contrast of advertising appeals between Chinese and western businesses, and analyzes the un- derlying cultural factors in the hope of making a constructive proposal for both economic and social benefits for enterprise advertisements.

关 键 词：企业广告 诉求策略 文化因素 对比研究 

分 类 号：F713.8[经济管理—广告]